Institutional Analysis of Digital Marketing in Iraq

Mustafa Abdulraoof Mansi Al-Gassar, Meysam Shirkhodaie and Aboalhasan Hoseini

Journal of Management World, 2024, vol. 2024, issue 3, 120-127

Abstract: In the modern era, digital marketing has become an essential tool for promoting and selling products and services. As digital technologies continue to advance and online communication expands, understanding the institutional framework of digital marketing has gained increasing significance, especially in countries like Iraq. This study aims to examine the role of various institutions in the development of digital marketing in Iraq, assessing their effectiveness in fostering its growth while also identifying key challenges and opportunities in this field. To achieve this, the research adopts a qualitative approach, utilizing semi-structured interviews with digital marketing experts. The collected data was analyzed using MAXQDA software. The findings reveal that multiple institutions significantly influence the digital marketing landscape in Iraq, with government agencies, educational institutions, and private sector companies playing pivotal roles. However, several barriers impede the growth of digital marketing in the country. These include insufficient technological infrastructure, poor coordination between policymakers and industry stakeholders, and a lack of specialized training programs. Despite these challenges, there are notable opportunities for progress. Strengthening institutional collaboration, investing in technological infrastructure, and expanding professional training initiatives could enhance the effectiveness of digital marketing in Iraq. The study concludes that fostering closer cooperation between policymakers and industry professionals can accelerate the development of digital marketing, ultimately contributing to the sector’s growth and broader economic advancement.

Keywords: Consumer culture; Customer relations; Digital advertising; Iraq; Digital marketing; Institutional analysis; Marketing institutions; Marketing strategies; Social networks. (search for similar items in EconPapers)
Date: 2024
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